This is an analysis of the positional strategy for Colgate Precision toothbrush which is an HBS case study.This presentation is prepared by M. Raghu Kumar Reddy, Nit Calicut during the marketing Internship by Prof. Sameer Mathur, IIM Luck now.

1. -M RAGHU KUMAR REDDY
-NIT CALICUT

2. Precision Tooth brush Case Analysis

3. Product Mix
• Tooth paste
• Tooth brushes
• Mouth Rinses
• Dental Floss

4. Tooth Brush-Product line
Colgate Classic Colgate Plus
• High quality product.
• Targeting professional segment.
• Original quality product.
• Positioned in value segment

5. Competitors

6. PROBLEM STATEMENT
Suggesting a positioning
strategy for the new tooth brush
Colgate Precision

7. Colgate Precision
• Innovative Design
• Super Premium product
• Very effective in plaque removal
• Great efficacy in gum disease
prevention

8. Consumer Analysis
3 Different customer groups
1 Therapeutic Brushers
-holds 46% in market share
2 Cosmetic Brushers
-occupies 21% of market
3 Uninvolved Brushers
-holds the rest.

9. SWOT Analysis

10. Strengths
• Patented innovation.
• Unique brush with three different lengths
and orientations.
• Extensive global reach.

11. Weakness
• Cannibalization of its own products like
Colgate Plus, Colgate Classic etc.. with the
Introduction of Precision.
• Lack of dental endorsements from
organisations like ADA,IDA etc..

12. Opportunities
• Has an edge over its competitors with its
efficacy.
• Younger generations are becoming more
health conscious.
• Can grab a large market share with its
super premium status.

13. Threats
• Competition from Oral B, Johnson & Johnson
and Crest.
• Aggressive product expansion and incentives
given by competitors.
• Threat of new and local entrants like Dabur,
Himalaya etc..

14. Positioning alternatives
Main stream positioning: Mass
production, distribution and
promotion
Niche positioning: concentrated,
specific advertising campaign,
targeted to a specific demographic,
psychographic, behavioural or
geographic segment.

15. Mainstream positioning-Benefits
• Accessible to larger market
• High return of investments.
• Risks can be alleviated.
• Simple and direct campaigning.

16. Mainstream positioning-Risks
• Cannibalization of Colgate Plus and
Colgate classic’s sales.
• Although being a super premium
product, competitive prices should be
maintained.
• Thereby lesser ROI, diminishing marginal
utility.

17. Niche positioning-Benefits
• Effective in reaching the targeted segments.
• Cost effective marketing.
• Lesser competition for existing products lines
• Gives room for Precision to establish itself in
the market and fight against new contenders.

18. Niche positioning-Risks
• Contributes a lesser revenue despite
premium prices.
• Poor market share.

19. Recommendations
• CP should establish Precision as a
niche product.
• This would give room to prove itself in
the market.
• Establish Precision as the leading
toothbrush on the market at a
competitive price.
• Concentrate more on therapeutic
customers.

20. Potential Direction
• After success in niche groups, bring it
to wider audience.
• Can compete with other players in
value and professional segments.

22. Disclaimer
Created by M. Raghu Kumar Reddy, Nit Calicut during the
marketing Internship by Prof. Sameer Mathur, IIM Luck now.